Kahn Creations

The objective

Spreading the word about stress-relieving fidget spinners!

Run by Jason & Annmarie Kahn, Kahn Creations is a family business based on a personal quest to create quiet and affordable fidget spinners to help people focus without drawing unwanted attention. Since their fidget spinners have a relatively short purchase consideration cycle and the brand needed to fuel discovery on the platform, testing out TikTok Shop's completely in-app purchasing process seemed like a perfect fit.

The solution

TikTok Shop + Shop Ads: Powerful alone, better together.

To establish their brand on TikTok Shop, the first challenge Kahn Creations tackled was growing their audience and building brand trust. Utilizing the TikTok Shop Affiliate Program to link up with creators to promote their products for a commission, the Kahn team identified creators across diverse demographics, working with them to create tailored content to humanize their fidget spinners, and ultimately, expand their reach.

For even higher reach and conversion, Kahn Creations built upon their organic TikTok Shop success by spotlighting their best-performing content using Video Shopping Ads (VSAs), making their ads shoppable through clickable product links taking users directly to their TikTok Shop for purchase. Their VSAs generally focused on demos, colors, customer feedback, and how the spinners benefit those with ADD, OCD, and other conditions, attracting engagement with genuine product insights. They avoided creative fatigue by creating ad groups with 3-10 different videos apiece, helping maximize conversion by taking customers directly to their TikTok Shop without ever having to leave the TikTok app.

Kahn Creations also utilized Spark Ads, a native ad format that allowed them to use proven organic content in their advertising. By starting with broad targeting, they gathered the customer data necessary to create custom and lookalike audiences, letting them seek out new customers who shared attributes with existing ones.

The results

Spinning up bigger TikTok Shop sales with Shop Ads!

Kahn Creations saw major results with Shop Ads and the Video Shopping Ads format, which helped them accelerate growth quickly. Their overall strategy led to a 4x return on ad spend (ROAS), a 39% increase in total orders, and a 19% increase in total business revenue, all within one quarter. They also exceeded industry benchmarks for average ad watch time and average click-through-rate (CTR). Perhaps most importantly, TikTok Shop has since become their number one sales channel.

The tips & takeaways

• Use Video Shopping Ads to take customers straight from your ad to your TikTok Shop, simplifying the purchase process and supercharging sales.

• Take part in the TikTok Shop Affiliate Program to build brand trust and expand your audience through TikTok creators aligned with your brand.

• Create custom and lookalike audiences based on ad performance and shop activity to find new customers who reflect key attributes of current ones.